On 19 january, the people's daily and weibo and xinbo network jointly published the people's daily 2016 political indices weibo impact report. Earlier, china's internet development foundation and today's headlines had jointly published data on the political headlines. What is the experience today of a new government medium entering its normal operating period? What should be noted in development? Journalists interviewed relevant practitioners and academics。
You have to make a difference
Research and dissemination techniques should also be targeted
In the age of mobile internet, there are many challenges to the dissemination of government information. On the one hand, new channels of communication are emerging and the dynamism of existing channels is declining. On the other hand, the information wells of the internet are flooded with authoritative political information. Previously, the response of the political authorities was to open new government media accounts on different new platforms, resulting in a high number of new government media, high repetition rates, uneven quality and ineffective results. According to the research data of shenyang, a professor at the faculty of information and communication of the university of qinghua, the percentage of “zombies” in the public domain is 18 to 19 per cent。
In the expert's view, these challenges should be viewed from the source. Zhang zhi-an, director of the institute of communication and design, nakayama university, believes that the new media cannot be run by the government, and that, after all, there are limited public resources and how much capacity should be done. Zhu chunyang, professor of the faculty of journalism of the university of jordan, suggested that, prior to the launch of the new media, more attention should be paid to the political microblogging, microblogging and client rankings issued by new media units, research institutes, etc., and that the top-ranking political platform should be followed, with a view to analysing its content, distribution schedules, experience in dealing with issues, interactive techniques, etc。
The operators of hubei's wikileaks news have told journalists that their hearts are focused on the “teamheads” and that “from content to online activities, from language style to title production, they develop their own features in the light”。
What if the leadership doesn't support the new media? According to zhu chun-yang, an in-depth report based on the perspective of the new government media platform is an important entry point for support. “analysis based on the needs of government should emphasize the perspective of communication and consensus and convey the lessons of the current forefront of compassion.”
We have to share it. We have to fight alone
Enhance sectoral linkages and enhance aggregate effects
In order to enrich their content, the staff of the town of habei danyang, which is responsible for running the new local government media, are confronted with problems: historical culture, humanism, images of activities and missing video materials。
The experts recommend that good intersectoral synergies can effectively support the content of the new political media, as well as contribute significantly to crisis resolution and work。
In the 2016 people's daily journal, political indices and microblogging impact report, mention was made of a synergetic case in which, after seven years of abandonment of a baby by a man under a bridge in the city of nanchang, the first contact was made with the green cloud area where the abandoned baby was located, led by the deputy secretary of the district council, bringing together the public security, political law, education, street, propaganda and other departments to coordinate the resolution of problems such as abandonment of the child's residence, school enrolment, residence and livelihood security。
Zhu chunyang, for example, has developed synergies under the web of micro-platforms in some countries, and the public benefit marketing and agricultural account coalition, created by the henanzhou marketing and marketing agency, is very representative. In addition to owning more than 1. 3 million microblogging fans, the director of the zhengzhou marketing agency, liu huai, has taken full advantage of the leading role of official microblogging, such as “@chengzhou for distribution” and sub-account “@sivagua” and “@new packers” to solve the problem of marketing and selling agricultural products. With the promotion of official microblogging in zhengzhou, six e-commerce enterprises were formed system-wide and 52 web shops were developed, with growing internet purchases。
At the national level, some of the prominent new political media, the magna carta, have taken action on the establishment of intersectoral networking mechanisms. For example, the shanghai office for the dissemination of information is located in municipal buildings and its members come from municipal offices, emergency services, press offices, etc., which provide a cross-sectoral flow of information。
We need to be results-oriented, we need to stay blind
Smart distribution, personality transmission, accurate audience
A review of the information in the new media, even in different geographical areas and with different information and services, was accompanied by the number of hits, repeaters and rankings。
“the effects of the different responsibilities of the political authorities, the investment of resources and the diversity of personnel, are certainly different.” zhang zhi an believes that the ranking can be an important reference, but should not be over-emphasized that “the ranking mainly reflects quantitative rather than qualitative indicators”. In pursuit of the hit rate, some of the new government media have also been reduced to `heading parties' and have gone too far in their inflammatory direction, which requires reflection.”
“some political platforms have invested a lot of effort in `poaching' by operators, doing a lot of work that has nothing to do with content creation, and often not working well.” the chief editor of today's headlines, hsia yong, believes that reading volumes are not the only criterion for evaluating the quality and dissemination of political articles, given their geographical and regional character, and that the target audience is only part of the population associated with them, with a maximum number of readings。
Ha yong believes that personalized communication through smart distribution enables political messages to be accurately aligned to target audiences. For example, in december 2016, hunan's “taisu” issued a reminder that “two sub-regions, such as the hundong region's treasure district and tianjin shan estate, are scheduled to go out of power tomorrow, and that better communication would be achieved if, on a platform that targets a network of fans, such information could be flooded with other information and channelled precisely to the 2,669 users of the two sub-regions through a bullet window。
What are the more rational evaluation criteria for the new media? In zhu's view, the most important test is whether or not to establish a virtuous interactive network with online media platforms and local netizens to build trust。
